Follow the author of this article

The previous motto, along with accompanying Twitter hashtags #curiouscounty and #proudtobecurious, was unveiled in October 2012 but came in for fierce criticism from local MPs.

David Ruffley, MP for Bury St Edmunds, described it as “idiotic and meaningless”, adding that "there is nothing curious about what we have to offer”, while Dr Therese Coffey, MP for Coastal Suffolk, argued that it did “not give a very clear message” and is “often used as a euphemism for something that is not quite right.”

From today it is to be replaced with the less controversial phrase ‘Take Me To Suffolk’. The campaign bills Suffolk as Britain’s greenest county, and an “ideal spring break” destination. A new website has also been launched at www.takemetosuffolk.com that includes an interactive map allowing visitors to browse suggested holiday itineraries or make up their own.

Despite calling time on the ‘Curious County’ campaign, a spokeswoman for Visit Suffolk declared it a success.

“It boosted the county’s economy by more than £750,000,” she told Telegraph Travel. “To say it was a failure would be incorrect.”

Several other tourism slogans have attracted controversy in recent years.

A plan to promote Edinburgh under the slogan “Incrediburgh” was also dismissed by local politicians, “So where the bloody hell are you?” was shelved by Australian authorities following complaints, and Switzerland’s “Get natural” mistaken for an order to undress.